MAS Culture Manual

Things we did

Verbal Identity & Language

Internal Communications Strategy

Positioning & Narrative Development

Client

MAS, Experiential Marketing Agency

Year

2022

Live website

Visit website

Copycat turned an internal onboarding challenge into a vibrant, branded "Culture Manual" used for team alignment & buy-in, plus public-facing lead generation.

Beginning — The Problem

Following a year-long rebrand, creative agency MAS struggled to efficiently onboard new hires and outsourcers, as no asset could fully grasp their unique, fast-paced culture and innovative ways of working.

Middle — Our Process

We immersed ourselves in the company culture, codified unique phrases as "MAS-isms," structured content for maximum engagement, and drew inspiration from the client's project portfolio to build a comprehensive verbal identity.

New Onboarding

Streamlined onboarding for full-time hires, outsourcers, and creative partners

Team Enablement

Strengthened MAS’s shared language and understanding

Book Distribution

Inspired the creation of a physically printed book distributed to anyone working with the agency

Collaboration Hub

Improved working relationships between new and existing MAS team members

End — The Outcome

The Culture Manual became a powerful, intentional welcome gift that immediately makes new team members feel excited and integrated into the company's original world. It simultaneously serves as a unique lead-gen and talent-acquisition tool.

More Work